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How You Can Start and Grow a Recurring Donor Program
11/20/14 1pm eastern
The presentation will begin shortly.
Before We Get Started3
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The recording and slides will be emailed to you later this afternoon.
Please chat in any questions for our guest. We will answer them in the formal Q&A session
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3
About Erica Waasdorp •President of A Direct Solution
•Philanthropoholic
•Reader’s Digest ‘graduate’
•30 + years Direct Response experience
•20+ years of Monthly Giving experience
•Raised millions of dollars for clients
•Author of Monthly Giving. The Sleeping Giant, paperback and e-book
•Speaker, teacher and blogger
November 20, 2014
Question
Do you have a monthly giving program now?
Yes
No
November 20, 2014
What?
• Small
• Committed
• Automatic
• No end date
• Provide regular income
November 20, 2014
Where?
November 20, 2014
November 20, 2014
Source: Bloomerang, 2013 AFP Fundraising Effectiveness Study
Why? To offset this:
Their retention rates are much higher!
Source: Infographic: Bloomerang, AFP Fundraising Effectiveness
Project
Quote: Adrian Sargeant
I: How Monthly Donors are different
Retention Rates Rock!! Median Retention Rates in 2012 by Gift Type and Loyalty
Donors Giving Only Single Gifts
Donors Giving Both Single and Recurring Gifts
2 Years Consecutive 51% 86%
3 & 4 Years Consecutive 65% 90%
5+ Years Consecutive 79% 95%
Source: donorCentrics™ Collaborative Benchmarking
US Recurring (Sustainer) Giving
November 20, 2014
Your donors will give a lot more…
Current Gifts
Monthly Gifts (annual)
First year Cume
100 $35 $0 $3,500
100 $35 $120 $15,500
November 20, 2014
Do your Research
Join Other Monthly Giving Programs
November 20, 2014
Best Practice
21% of Baby Boomers (age 49 – 67 years old)
gives Monthly!
November 20, 2014
monthly
donors
Source: Blackbaud
November 20, 2014
Online Monthly Growing…
Source: 2014 M+R Benchmarks (2013 data)
Typical fundraising rules apply except…
November 20, 2014
Best Practice
One person must own the program
YOU
Web site
Donors
Donor base
Donor services
Fundraising Accounting
Programs
Marketing
Online
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Have a Name
Organize Recognition
Develop your ‘Promises’
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Best Practice
November 20, 2014
Thank you for joining Send with personal letter
via snail mail
No need for monthly thank yous
Send tax receipt in January
Important: Make your own email thank you!
November 20, 2014
Special thank you
Gift impact
Thank you!
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Share options
What donors can expect
Add Recurring to Donation page
Do have special Landing Page
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Best Practice
November 20, 2014
November 20, 2014
Easy, minimum amount
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No minimum
Simple ask to recur
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Absolutely NO end date EVER!
II: How to Start a Program with Limited Resources
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Monthly Before One time donation
Local Library
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Questions & Answers
Video
Gift for joining
Top of landing page
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Bottom of landing page
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Clear benefits
November 20, 2014
Automatic Check Option
Donor must fill out form and send in, Signature required for EFT
Organize your Back Office
November 20, 2014
Best Practice
Compare expected payments against
actual payments received
Monthly, day after charge date
Recommend monthly payment code for tracking
November 20, 2014
Account Updater/Recycling Outdated cards
Declined cards
November 20, 2014
Marketing
Put Monthly Giving
Front and Center
November 20, 2014
Best Practice
Make it easy to find…
menu
V: How to Market your Program
Benefits
Specific amounts
Video
V: How to Market your Program
Make it easy to find…
V: How to Market your Program
Integrate in donation page VII: How to Plan for Growth
Specific amounts
Dare to put front and
center
November 20, 2014
Back end premium
Landing Page with ask amount (open)
Rule of thirds
Ask Low
Get High Response
Upgrade later
November 20, 2014
Best practice
Calculate Monthly Ask Amount
Use One Third for
first Monthly
Ask
Take Avg One time gift
•$35 becomes:
•$10, $15, $20, $35, Other $______
•$15 becomes:
•$5, $10, $15, $20, Other $_____
For example
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Specific amounts do specific things…
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Source: 2014 M+R Benchmarks
As soon as they become a donor!
As often as you’d like
Any time of the year
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When can you ask?
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Impact of gift
Monthly front and center
Ask for preferences
Drive to web
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Best practice
November 20, 2014
Web ads Facebook
Twitter Linked in
Use Email
Use Challenge and Deadline
November 20, 2014
Best practice
November 20, 2014
Use image to draw
attention
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Clear goal of 600
Deadline
# left to generate
Specific amounts
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Challenge and deadline worked into
email newsletter
Your program is growing!!
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Direct mail still works!
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Use Donor testimonials wherever
you can… Newsletters, web, FB, Twitter…
“I am a widow on a fixed income but being a monthly
sponsor helps people that have less. You do good work for the less fortunate”. – Jean, NJ
November 20, 2014
A
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Strong teaser
Back-end premium works
with mission
Clear examples of how gift helps
Offer EFT and CC options
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Mention Monthly Option
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Both options
Front of Reply
Back of reply
Should you stop appealing?
NO
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Monthly Donors who give to other appeals
Real Live
Example:
57% of Monthly
donors give to
other appeals
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Plan for Success!
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Remember to Annualize!
Current Gifts
Monthly Gifts (annual)
First year Cume
100 $35 $120 $15,500
November 20, 2014
November 20, 2014
“The beginning is perhaps
more difficult than anything else,
but keep heart,
it will turn out all right.”
–Vincent van Gogh
Erica Waasdorp
A Direct Solution
PO Box 757
Marstons Mills, MA 02648 USA
Tel: 508-776-1224
Fax: 270-633-1744
www.adirectsolution.com
erica@adirectsolution.com
@ericawaasdorp
Monthly Donor Calculator bit.ly/T1dSdr
November 20, 2014
Questions?
Any questions?
erica@adirectsolution.com
Or erica.adirectsolution@gmail.com
Feel free to email me even after today!
November 20, 2014
Free educational resources »
https://bloomerang.co/resources
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